Vocus sandy pell-socialmarketing-final

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Cross-Network Social Marketing

Sandy Pell’s ability to deliver successful product releases, generate trending content for consumer and lifestyle publications, and raise executives’ thought leadership statuses has helped HootSuite generate thousands of media mentions per year.

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Vocus sandy pell-socialmarketing-final

  1. 1. Secret Files How a social media company… markets via social
  2. 2. Sandy Pell External Communications Manager @SandyCanvas HootSuite
  3. 3. In the late 80s… 3 Hershey traded chocolate chips with me for a lifetime of my brand loyalty.
  4. 4. Awareness Consideration Preference Purchase Loyalty Advocacy Funnel Customer Journey
  5. 5. Create Distribute Engage Measure Amplify Real-time Social Marketing
  6. 6. “Traditional marketing talks at people. Content marketing talks with them.”
  7. 7. Social DNA Twitter Followers 90K 173K 217K 269K 5.9M 1M 3M 5M IBM Salesforce Oracle Adobe HootSuite 7M
  8. 8. 0 2 4 6 8 10 Jan-09 Jan-10 Jan-11 Jan-12 Jan-13 Jan-14 Millions HootSuite User Growth 9.5 M 6 M 4 M 2 M 8 M
  9. 9. The Mission: To entertain, inform and empower audiences and customers.
  10. 10. Director Content/brand 6 Writers Thought Leadership 3 Journalists Design 5 Designers Blogs 3 Social/Blog Social 4 Social Video 3 Video Our Content Marketing Team
  11. 11. 5 Tweetable #Tips
  12. 12. 5,890,000 OWNED BLOG 4,500,000 VISITS / PER YEAR 29,000 22,384 RYAN HOLMES INFLUENCER BLOG 363,828 6,248 413,924 3,367 1,969 1,670 Tip 1: Invest in Company-Owned Social Channels
  13. 13. Tip 2: Build Brand Culture #Demand14
  14. 14. Result: Builds strong company culture Powerful recruitment tool for external talent Hundreds of self-generated videos, photos, and stories
  15. 15. Tip 3: Empower Your Team on Social
  16. 16. Social Media Team of 8 Employees 163,500 X X 25 Followers 111 Friends 10.4 10.1 Average # of accounts 152,646 14,709 Followers Likes Average reach Reach 22,236,000 Reach 1,736,079 Social Media Team of 8 AverageFortune500Company
  17. 17. Tip 4: Make Social Amplification Easy
  18. 18. #GameofThrones Gets Recast as a Battle for the Internet by @hootsuite: ow.ly/vtvMo by @VLuck at @TIME / #GameOfSocial Suggested Tweets Include @Publication + @Reporter Handles and #Hashtags
  19. 19. Tip 5: Filter Through the Noise
  20. 20. Result: Landed a major contract
  21. 21. 5 Tweetable #Tactics
  22. 22. Tactic 1: Be agile and responsive to trends
  23. 23. Results: Named in Mashable alongside Pepsi, Red Bull and Intel as first brands to do it 116,000 YouTube views Sub $300 production cost
  24. 24. Tactic 2: Be the show, not the commercial
  25. 25. Results: Top tier coverage in AdAge, AdWeek, TIME, Mashable, Fast Company and more... 783,000 YouTube views and counting…
  26. 26. Tactic 3: Tell Stories with Heart
  27. 27. i Results: 115,000 total views 10,000+ shares generated through our blog, SlideShare, Facebook, Twitter, Google+, as well as our Social Media Today syndication and LinkedIn channel
  28. 28. Tactic 4: Take Risks, They Can Pay
  29. 29. Results: 6,000+ click-throughs to hootsuite.com on the day the article was published Mobile app had a 78% bump in downloads 0 1 2 3 4 5 6 7 8 6-Mar 7-Mar 8-Mar 9-Mar 10-Mar 11-Mar 12-Mar 13-Mar 14-Mar 15-Mar 16-Mar 17-Mar 18-Mar 19-Mar Thousands
  30. 30. Tactic 5: Amplify Organic into Leads
  31. 31. 39
  32. 32. Real-time Marketing Actualized 450% 50% 19% growth in blog traffic since 2012 of blog traffic comes from social of unique page views to landing pages driven by social 31% of form fills driven by social
  33. 33. Sandy Pell External Communications Manager, HootSuite @SandyCanvas
  34. 34. Customer Stories
  35. 35. Results: Over 700,000 YouTube subscribers Chanel boasts over 290 million video views Sales increased 500%
  36. 36. Results: Jeni’s book becomes a New York Times best- seller Jeni’s gets loads of top-tier press coverage Business expands from 2 to 11 store fronts Now sold in over 700 grocery stores
  37. 37. #Demand14
  38. 38. Tweets All / No replies Reply Retweet Favorite More Doritos Slow down, @jcpenney. Have some #Doritos. Feb 3@Doritos Expand Reply Retweet Favorite More JC Penney Toughdown Seadawks!! Is sSeattle going toa runaway wit h this??? Feb 3 @JCPenne y Expand Reply Retweet Favorite More JC PenneyOops...Sorry for the typos. We were #TweetingWithMittens. Wasn't it supposed to be colder? Enjoy the game! #GoTeamUSA pic.twitter.com/e8GvnTiEGl @JCPenne y Feb 3 Expand
  39. 39. Tweets All / No replies Reply Retweet Favorite More Doritos Slow down, @jcpenney. Have some #Doritos. Feb 3@Doritos Expand Reply Retweet Favorite More JC Penney Toughdown Seadawks!! Is sSeattle going toa runaway wit h this??? Feb 3@JCPenney Expand Reply Retweet Favorite More JC PenneyOops...Sorry for the typos. We were #TweetingWithMittens. Wasn't it supposed to be colder? Enjoy the game! #GoTeamUSA pic.twitter.com/e8GvnTiEGl @JCPenne y Feb 3 Expand Reply Retweet Favorite More Kia Motors America Hey @jcpenney need a designated driver? Feb 3@Kia Expand
  40. 40. Results: Brands like Kia, Coors Light, Pizza Hut, Doritos and Snickers started piling on and amplifying the campaign JC Penney was the second-most mentioned brand on social at the Super Bowl 120,334 social media mentions

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